GenEra launches to empower South Africa’s next generation of advertising creatives
The Association for Communication and Advertising (ACA) has unveiled GenEra, a dynamic new initiative aimed at empowering young professionals in the advertising industry. This platform, which succeeds the former Future Ballers programme, is specifically tailored for individuals with up to five years of experience in advertising and communications. GenEra serves as a crucial space for the next generation of creative leaders, fostering collaboration, inspiration, and the exchange of innovative ideas.
Gillian Rightford, executive director of the ACA, articulated the significance of this initiative. She noted, “In a world where work, culture, and creativity are constantly shifting, it’s never been more important to give young professionals a place that belongs to them.” By offering a communal environment that encourages young creatives to interact beyond the confines of traditional boardrooms, GenEra aspires to shape bold futures together. Rightford emphasised that the fresh perspectives of newcomers to the industry are not just welcomed—they are essential.
The launch event, themed “Own the Next: Building Bold Futures in Advertising,” will take place on 22 May at Nahana House in Sandton. This gathering is set to feature a thought-provoking panel of industry experts, including Sibu Mabena, chief creative officer at Duma Collective, and Deshnie Govender, global integrated marketing manager at TikTok. Such an event is designed to stimulate critical discussions on the evolving landscape of advertising, inspiring attendees to think outside conventional frameworks.
GenEra is more than just a networking opportunity; it includes access to the School of Thought portal, which offers curated educational content aimed at professional growth. Members will also have opportunities for mentorship, discounts from partner sponsors, and savings on seminars and equipment. Sarah Dexter, ACA’s Industry Education Tribe lead, highlighted the importance of this support, stating, “GenEra is about nurturing that potential,” focusing on not only career development but also building confidence and a sense of community.
The introduction of GenEra comes at a time when the advertising landscape is increasingly influenced by younger generations. Creative platforms such as Adolescent also reflect this shift, actively working to bridge the gap between brands and younger audiences through authentic engagement. They aim to empower young creatives from diverse backgrounds, mirroring GenEra’s commitment to inclusivity and professional development in advertising.
Both initiatives underscore a growing recognition of the unique insights and perspectives that younger generations bring to the industry. The annual Ad Age Young Creatives Contest further exemplifies this movement, challenging young professionals worldwide to contribute original work for prestigious events like the Cannes Lions International Festival of Creativity. Such contests not only celebrate talent but also reinforce the importance of fresh ideas in driving the industry forward.
Ultimately, GenEra is positioned as a vital force for young professionals eager to carve out their paths in advertising, as it brings together ambition and innovation in a supportive communal framework. By providing the resources, mentorship, and opportunities needed to thrive, this initiative aims to cultivate a new era of creativity and leadership within the advertising sector.